With over one billion active users on a monthly basis, Instagram has largely changed its way of
marketing and social networking. The whole field of marketing story was greatly affected by
influencers who have built a completely new way of communicating and transmitting the
message and product to their target audience. Being such a powerful tool, Instagram currently
has a very significant role in advertising, as more than 60% of users discover products on that
social network.
This thesis presents the theoretical settings of Instagram marketing and the specifics of its
advertising.